How do you cope with ‘spec wars’? You know the sort of thing I mean – on paper, your system measures to +/- 5 mm, your competitor’s equivalent measures to +/- 3 mm. Sure, it looks like there is a real difference but when you consider the accuracy of measurement is on something 40 m
How often do you get the chance to benchmark yourself against another salesperson selling to one of your prospective customers? In the late 1990’s I visited the University of Cincinnati for a couple of days to demonstrate some equipment to one of the scientists there. Apart from not winning the order, the abiding memory of
Is it time to bring down the curtain on the USP? I tend to shy away from those discussions titled “Is XYZ dead?”, my particular least-favourite being ‘Is cold calling dead?” However, I’m prepared to make an exception in this case. The Unique Selling Proposition, or Unique Selling Point is a marketing concept first proposed
…or is it just me? There is a well-understood phenomenon in population dynamics whereby a “natural population increase” occurs when the birth rate is higher than the death rate. Around the world, death rates gradually decreased in the late 19th and the 20th centuries, with death rates in developing countries plummeting after World War II
Much to my surprise, I recently disagreed with the excellent Babette Ten Haken. The question she posed was “Are you a Value Proposition Chameleon?” What’s your immediate response to that question? Mine was to say (to myself!) “Why yes, Babette, I am. My value proposition will change from customer to customer, in line with what
…and it’s probably not for the reasons you think! No, where our opinions differ is over that tweet you can see on the left. I don’t know the history behind it but I have seen it used a lot and it fills me with dread that someone will actually try to follow Mr West’s ‘advice’.